Quantifying the attitudes of Turkish young generation toward online advertising
Online advertising is a growing business. Owing to the advances in Internet technology, the nature and types of advertisements (hereinafter, “ads”) have changed. Many companies use different types of advertising to reach their customers. This paper shows how Internet users perceive online advertis...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2021
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| Online Access: | http://journalarticle.ukm.my/17787/ http://journalarticle.ukm.my/17787/1/42180-168083-2-PB.pdf |
| _version_ | 1848814400815759360 |
|---|---|
| author | Özen, Üstün Dael, Fares Abdulhafidh |
| author_facet | Özen, Üstün Dael, Fares Abdulhafidh |
| author_sort | Özen, Üstün |
| building | UKM Institutional Repository |
| collection | Online Access |
| description | Online advertising is a growing business. Owing to the advances in Internet technology, the nature and types of
advertisements (hereinafter, “ads”) have changed. Many companies use different types of advertising to reach
their customers. This paper shows how Internet users perceive online advertising. The findings are meant to help
companies and institutions develop effective ads that appeal to consumers. Moreover, the study proposes an
extended model for the main variables that affect customers’ attitudes toward online advertising. The four
variables are credibility, entertainment, informativeness, and irritation. The study was conducted on a sample of
Turkish university students. The data were collected via a survey that was administered to participants, and 602
valid responses were used for data analysis. The data were analyzed using SPSS and SmartPLS 3 software. Results
revealed that the four hypotheses were supported. Specifically, most users find that the listed types of ads disturb
them. Online advertising was negatively perceived by study participants. Through the outcome of this study, the
governmental sectors can monitor advertisements, ensure the welfare of users, legislate laws according to what
meets the government’s needs and policies. In addition, the study will help companies and institutions to increase
the opportunities to accept their advertisements by consumers. |
| first_indexed | 2025-11-15T00:33:29Z |
| format | Article |
| id | oai:generic.eprints.org:17787 |
| institution | Universiti Kebangasaan Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T00:33:29Z |
| publishDate | 2021 |
| publisher | Penerbit Universiti Kebangsaan Malaysia |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | oai:generic.eprints.org:177872022-01-01T07:13:54Z http://journalarticle.ukm.my/17787/ Quantifying the attitudes of Turkish young generation toward online advertising Özen, Üstün Dael, Fares Abdulhafidh Online advertising is a growing business. Owing to the advances in Internet technology, the nature and types of advertisements (hereinafter, “ads”) have changed. Many companies use different types of advertising to reach their customers. This paper shows how Internet users perceive online advertising. The findings are meant to help companies and institutions develop effective ads that appeal to consumers. Moreover, the study proposes an extended model for the main variables that affect customers’ attitudes toward online advertising. The four variables are credibility, entertainment, informativeness, and irritation. The study was conducted on a sample of Turkish university students. The data were collected via a survey that was administered to participants, and 602 valid responses were used for data analysis. The data were analyzed using SPSS and SmartPLS 3 software. Results revealed that the four hypotheses were supported. Specifically, most users find that the listed types of ads disturb them. Online advertising was negatively perceived by study participants. Through the outcome of this study, the governmental sectors can monitor advertisements, ensure the welfare of users, legislate laws according to what meets the government’s needs and policies. In addition, the study will help companies and institutions to increase the opportunities to accept their advertisements by consumers. Penerbit Universiti Kebangsaan Malaysia 2021 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/17787/1/42180-168083-2-PB.pdf Özen, Üstün and Dael, Fares Abdulhafidh (2021) Quantifying the attitudes of Turkish young generation toward online advertising. Jurnal Pengurusan, 62 . pp. 1-16. ISSN 0127-2713 https://ejournal.ukm.my/pengurusan/issue/view/1426 |
| spellingShingle | Özen, Üstün Dael, Fares Abdulhafidh Quantifying the attitudes of Turkish young generation toward online advertising |
| title | Quantifying the attitudes of Turkish young generation toward online advertising |
| title_full | Quantifying the attitudes of Turkish young generation toward online advertising |
| title_fullStr | Quantifying the attitudes of Turkish young generation toward online advertising |
| title_full_unstemmed | Quantifying the attitudes of Turkish young generation toward online advertising |
| title_short | Quantifying the attitudes of Turkish young generation toward online advertising |
| title_sort | quantifying the attitudes of turkish young generation toward online advertising |
| url | http://journalarticle.ukm.my/17787/ http://journalarticle.ukm.my/17787/ http://journalarticle.ukm.my/17787/1/42180-168083-2-PB.pdf |